
It's Steve Williams' "hero" card.
Scott Riggs hasn't won a NASCAR race this season and didn't qualify for the Nextel Cup Chase, but some creative thinking has made Valvoline a big winner, thanks to Williams. Oh, and his boss, Tiger Woods.
Tiger's current run of five consecutive wins -- including the British Open and PGA Championship "majors" -- has been an exposure ace for Valvoline, which has an unusual sponsorship with Williams, Woods' caddy. The oil company's logo, on Williams' shirt, has been clearly visible on worldwide TV and in wire service photos. One, in color, made the front page of USA Today when Tiger took the Open. There have been stories about the innovative deal on Bloomberg News and in the New York Daily News. "Steve's a savvy pro at his job, and as a marketer," said Valvoline spokesman Barry Bronson.
Williams, who says he's a NASCAR fan, races a Valvoline-sponsored car in his native New Zealand. Woods even took a few laps during a visit earlier this year. A bit of out-of-the-box brainwork -- a commodity in short supply these days -- that has paid off in publicity value far beyond the undisclosed cash worth of the contract.

Trust me, one of the first things you'd see would be the press release (and whispering to friendly media) from whichever group had the quicker cars on the shared circuit. It would be classic "our cars are faster than your cars" in-your-face spinning.
Tony George and Kevin Kalkhoven owe it to all their constituency groups -- drivers, owners, mechanics, promoters, sponsors, media and most of all the FANS -- to once-and-for-all lock themselves away for serious and final negotiations. Either announce a deal to reunify U.S. open-wheel racing or call the whole thing off. But don't waste one more second on this ridiculous "doubleheader" concept!


I'm glad prize money will increase, but it still comes up short. The new payouts will be $500,000 bonuses for the Top Fuel and Funny Car titlists, $250,000 for Pro Stock, and $75,000 for the best biker. Shifting Topeka out of the shadow cast by Indianapolis and Charlotte on Memorial Day weekend makes sense. As does moving to an upgraded facility in Ohio (closer to Detroit) and bringing the motorcycles to the Texas Motorplex. Now, would NHRA please increase its website's server capacity! The long delay -- and sometimes failure -- to be able to connect is maddening for fans of a sport that isn't on "live" TV. NHRA needs to go to "live" results right on its home page.

The news release came the day after Sonoma that Wallace had joined Earth Biofuels, Inc. (trades on the Nasdaq Bulletin Board under the symbol EBOF) of Dallas, as a spokesman and advisory board member. Quoting from the company's handout: "Mr. Wallace joins fellow advisory board member Julia Roberts and Board of Directors members country music legend Willie Nelson and actor Morgan Freeman in promoting the use of renewable fuels such as Earth Biofuels' biodiesel and ethanol."
More from the release: "Earth Biofuels produces and distributes biodiesel fuel through the company's network of wholesale and retail outlets. The fuel is sold under Willie Nelson's brand name, 'BioWillie.' The Company is focused on capitalizing on the growing demand for alternative and renewable fuels in the domestic market."



EXTREME HYPE ALERT: Katie Couric debuts TONIGHT (!) as anchor of the CBS Evening News.
NO, I AM NOT MAKING THIS UP: I expressed surprise the other week that CBS wasn't using a countdown clock to mark the days, hours and minutes until Couric's debut. Well, MSNBC.com is doing exactly that, leading up to Meredith Viera's Sept. 13 bow as co-host of Today (!)
[ more Thursday . . . ]